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As a product discovered over 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline could hardly be considered an natural focus for online content feeds.

Yet the brand’s emergence as a viral TikTok topic has positioned it at the vanguard of an marketing transformation, in which large companies are spending big on content creators and putting fewer resources into promoting products in conventional outlets.

The Path from Petroleum to Platforms

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who saw laborers rubbing their skin with a residue from oil extraction. Today, a spree of content from users have chronicled its broad application in “life hacks”.

Promoted as a solution for polishing footwear or extending perfume longevity, as well as a fix for squeaky doors. Users have even applied it to combat the nuisance of crisp flavouring sticking to fingers.

Harnessing the Hype

Detecting the product’s new life online, marketers at Unilever amplified the hacks by asking their own scientists to test them and sharing the findings with influencers.

Assertions that it diminished the sensation of spicy food on lips were given the thumbs up. So too were ideas it could prolong perfume and rejuvenate purses. Suggestions it could whiten teeth or lengthen eyelashes were disproven.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. Yet this viral episode has led decision-makers to dramatically increase investment in content creators.

This observation of social channels to shape commercial tactics has been termed “social listening”. Unilever's CEO, recently appointed, has stated the intention is to spend 50% of its massive marketing spend on platform-based material.

Shifting to Modern Engagement

Selina Sykes, who is spearheading the social media effort, said the company was merely adjusting to novel methods of connecting with customers. She said participating on platforms “without killing the party” was crucial.

“What is the key to genuine brand integration? This remains our core objective as brands, back to when people were hanging out their laundry and sharing usage tips.

“There’s this moving away from a mass communication approach, where we would just transmit messages … Now it’s many conversations, diverse communities. The evolution of platform algorithms means that these audiences appear specific, but they’re not.

“Having your brand advocated by users, mentioned by individuals, that is how you can build trust and relevance. Creators are critical to that. This word-of-mouth strategy is being amplified.”

A Seismic Media Shift

The strategy reflects seismic changes occurring in how media is consumed, with the youth demographic spending more time on apps like TikTok and Instagram than television, magazines or radio.

This change is evidenced by falling revenues for traditional media advertising. Within the United Kingdom, advertising income for leading TV channels have fallen by more than £600m in real terms since 2019.

The Creator Economy Boom

This further signifies a media convergence as corporations essentially turn into content studios, linking up with hundreds of content creators to boost their products.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers out of certain traditional media outlets and they’re spending a lot more time on social platforms like Instagram, TikTok and YouTube than they are watching live TV or reading print.

“A lot of brands are telling us people trust recommendations from the individuals they follow compared to commercial messages. This is a persistent pattern.”

He said brands could also save money by focusing on influencers over big traditional media campaigns, which also enables easier content adjustment to see what works.

The approach is growing. Marketing investment on influencer marketing is growing fourfold quicker than the media industry overall. Across the United States, it has increased by over 100% since 2021 and is forecast to attain substantial figures in 2025.

The Enduring Power of Broadcast

Despite the huge changes, experts said they believed broadcast ads retained significant importance to play, as TV channels continued to possess the influence to frame public debate.

She added: “One of the highest return-on-investment media opportunities is still major broadcast spectacles. It's not a matter of networks declaring: ‘We are no longer pertinent.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”